Questions to the text. 2. What does sponsorship originate from?

1. What is sponsorship?

2. What does sponsorship originate from?

3. What is said about Carnegie, Ford and Rockefeller?

4. What is said about soap operas?

5. What is a typical way of making money for TV and radio com­panies?

6. What is the modern commercial sponsorship of patronage?

7. Why do companies sponsor university awards, medical research, libriaries, theatres and orchestras?

8. What are the principal PR values of sponsorship?

Exercise A. Finish the sentences

1. Sponsorship is about...

2. Sponsorship originates from...

3. Beethoven and Mozart would not...

4. Rich businessmen such as Carnegie, Ford and Rockefeller...

5. An advertising when a company sponsors a radio or TV show began with the...

6. The reward for patronage is...

7. There are many reasons for sponsoring, but usually there is...

8. The principal PR values of sponsorship are in...

Exercise B. Translate into English

1. Спонсорство происходит от меценатства, когда художников или музыкантов опекали короли и богатые аристократы.

2. Бетховен и Моцарт не выжили бы без покровительства.

3. В настоящее время существует такой тип спонсорства, ко­гда компания спонсирует отдельную телепередачу.

4. Спонсорство является типичным способом зарабатывания денег для радио и телекомпаний.

5. Существует также третий вид спонсорства, который являет­ся коммерческим эквивалентом благотворительности (меце­натства) богатыми покровителями.

6. Финансовая поддержка может предоставляться частному лицу.

7. Наградой за спонсорство является освещение в прессе.

8. Одной из причин расходования денег на спонсорство являет­ся расширение осведомленности о фирме и ее продуктах.

Exercise С. Discussion

1. Do you think it is ethical to give sponsorship to popular real­ity shows? Think of examples.

2. Is it ethical for universities to accept sponsorships from the com­panies with bad reputation?

3. Which of the three mentioned in the text kind of sponsorship is the most effective in your opinion?

PR TOOL BOX: TYPES OF SPONSORSHIP

The spheres of sponsorship:

• Sports.

• Cultural events and interests.

• Publications. (Maps, diaries, guide books, year books and
technical works)

Example: the Guinness Book of Records.

• Exhibitions.

• Education. Fellowships, bursaries, scholarships and other educational awards.

• Charities.

• Professional awards. These are often made to journalists, photographers and architects in contests organised by the sponsoring companies.

• Local events. It is possible to develop community relations by participating in local events such as carnivals, flower shows and gymkhanas, perhaps supporting an exhibition class with a trophy or cash prize.

Before giving financial support the sponsor should: Be certain of the objectives

• Choose an area of sponsorship which best satisfies those ob­jectives

• Be aware of the total costs involved which may not be con­fined to the award itself. For instance, maintaining a motor car team is very costly. Guests may have to be entertained.